Doodles x amR — Live Chainstitch Embroidery at Art Basel

amR worked closely with the Doodles team across creative development, custom embroidery and event preparation. The collaboration included adapting Doodles artwork for embroidery, helping develop the custom PFP denim jacket concept and producing one-of-one embroidered garments for the project. Kai Brown worked alongside the Doodles team on design development, bringing amR’s experience in custom garments and chainstitch embroidery into the collaboration from the start.

amR created a limited series of one-of-one embroidered denim jackets for Doodles, translating individual characters into collectible pieces of wearable art. The release sold out before launch, extending the Doodles universe from digital artwork into a highly tactile, physical format. The collaboration then expanded into large-scale live activations at NFT NYC and Art Basel Miami, where amR delivered on-site chainstitch embroidery as part of high-traffic brand experiences. The project demonstrated how hand-guided embroidery can be integrated into major events while maintaining a personal, guest-facing experience. Across both cities, the project combined collectible product, live personalization and experiential embroidery into a cohesive brand activation - giving Doodles a distinctive physical presence and guests a memorable way to experience the artwork beyond the screen.